the challenge

By the time summer 2021 rolled around, social restrictions had taken a huge toll not only on footfall to the city, but also on consumer confidence in general.

 In a response to these measures then lifting and confidence beginning to grow once again, Landsec tasked us with creating several social campaigns aimed at driving footfall to some of their key locations within the capital. In the case of One New Change, the aim was to help the location stand out amongst its competition in the city - attracting visitors back through the lens of compelling storytelling, an ownable summer focus and the creation of an interactive, social-first experience that helped bring the location to life.

The Insight

As workers returned to their respective offices throughout the city, there was a huge opportunity to draw on this shift in cultural behaviour and use this momentum to welcome back regular visitors to One New Change - driving spend at its retail spaces through encouraging, compelling and authentic social media communications.

the solution

To encourage guests to utilise the retail and F&B offering at One New Change, we shaped our campaign around ‘Celebrating The City’ through a lifestyle and distinctly summer lens. The campaign lived entirely on social, with the aim of driving mass awareness and impact, so we were able to use a variety of interactive and integrated formats to really bring this to life.

 First and foremost, we dialled up the impact by designing a bespoke look & feel for the campaign - leveraging a lifestyle aesthetic, kinetic typography trends and contemporary framing devices for a curated yet dynamic and thumb-stopping creative output. We explored a range of social-first placements, from collection ads to instant experiences, which allowed users to interact with the campaign in a more immersive and explorative way. An aspect of the campaign also involved us curating a personal shopping content series to amplify the breadth of the retail offering available at One New Change, using this to turn virtual inspiration into physical footfall.